This document discusses consumer perceptions of women's formal wear in India, with a focus on Hosur, Tamil Nadu. It begins by outlining the size and growth of the women's wear market in India. It then describes a study conducted in Hosur to examine consumer preferences, factors influencing purchases, expenditures, and brand analysis of formal wear. The study found that socio-cultural and personality factors most influence purchase intentions. Brand image, elegance, and status were important attributes considered. Most respondents preferred purchasing formal wear once per year for work and presentations. The conclusion is that the women's formal wear market has significant untapped potential as more women enter the corporate sector.

1. 220 IJSR - INTERNATIONAL JOURNAL OF SCIENTIFIC RESEARCH
Volume : 2 | Issue : 9 | September 2013 • ISSN No 2277 - 8179
Research Paper
Management
S. SYED AHAMED Research Scholar- Bharathiar University, MIG-108, Old ASTC Hudco,
Hosur-635109
Dr. A. Ravi Prof & Head, MBA Programme, Er.Perumal Manimekalai College of
Engineering, Hosur-635109
ABSTRACT The women’s wear market in India has the potential to grow into Rs 65,572 crore market sizes by 2015.
Maturing at the rate of 15.2 per cent, as compared to the growth of the total apparel sector at 14.7 per cent,
women’s wear has enjoyed a steady 32 per cent market share. In fact, it is the segment that currently shows the highest growth rate
among all major apparel segments.
India’s domestic fashion market for apparel, textiles and fashion accessories is currently worth Rs 113,500 crore, which is 9 per cent
of the overall retail market (Rs 12,00,000 +crore/US$270 billion) as per the India Retail Report 2007. The country's organized retail
market is worth Rs 55,000 crore, with apparel, textiles and fashion accessories accounting for 39 per cent, registering a steady year-
on-year growth of 10.7 per cent for the past couple of years. Of the total Rs 113,500 crore fashion market size, women’s wear accounts
for 29 per cent share. Second only to the menswear segment, the women’s wear market in the country has enjoyed a robust presence
with a steady 32 per cent of market share.
The study has undertaken in the Industrial Hub called Hosur, located near to the Bangalore which is known for Textiles, Garments and
Fashion. The study examines Consumer Perception towards preferences, frequency of purchase, expenditure incurred for purchasing
formal wears, factors influencing the customers for the selection of Formal wear, Usage of Formal wear and the Brand analysis of
various brands available at Hosur. The results reveal that Socio-Cultural and Personality related factors induce the purchase intention
among the consumers. The study would be very useful for all the Formal wear manufacturers to understand the Perception level and
Expectations of consumers and also to know the competitors brands.
Consumer Perception and Brand Analysis
of Women’s Wear in Indian Market with
Special Reference to Hosur
KEYWORDS : Apparel, Fashion, Brand,
Consumer Analysis, Preferences
CONSUMER PERCEPTION
Perception is the process by which organisms interpret and
organize sensation to produce a meaningful experience of the
world. (Peter Lindsay & Donald A. Norman, 1977). Perception
has strategy implications for marketers, because consumer
make decisions based on what they perceive, rather than on the
basis of objective reality. Consumers often judge the quality of
the product or service on the basis of a variety of informational
cues; some are intrinsic to the product (e.g., color, size. etc),
while others are extrinsic (e.g., price, store image, style, smart-
ness, brand image, service environment). In the absence of the
direct experience or other information, consumer often rely on
price is an indicator of quality of the product they carry, as well
as the decisions of consumers as to where to shop.
Opportunity in Women’s wear market
It’s the era of power dressing for the new independent woman.
Chic business suits, pin-striped trim trousers, snazzy short jack-
ets to fitted shirts — the czarinas of the corporate world are
sporting the male silhouette with great élan. The most integral
aspect of a woman’s life has undergone a ravishing revamp —
her wardrobe. When Madura Garments set out to make purple
as an acceptable colour to wear at boardroom sessions it was
not simply setting a new fashion trend but also sending a sub-
tle message of change in corporate outlook. The company was
dressing up to be the numero-uno in the branded ready-made
segment in the country than being a supplier to some of the best
known international brands from India. Many seasons of fashion
have came and gone since then and the company has emerged
as the trend setter for ready-made garments in the country with
its brands becoming almost household names. Take out any ma-
jor brands — Louis Philippe, Allen Solly, Van Heusen, Peter Eng-
land, Byford, and Elements— all belongs to the stable of Madura
Garments, the wholly owned subsidiary of Indian Rayons and
Industries Ltd. The growth rate of 25 per cent per annum in the
initial years of its inception has more or less settled to 15 per
cent growth per annum. Says Prakash Nedungadi, the engineer
turned CEO spearheading the operations of Madura Garments,
says the entire strategy boils down to three things: “thrust on
international styling, top quality and an eye for detail”.
The company has also chalked out a strategy of focusing on
consumer value, brand building and operating efficiencies to
overcome the short term challenges. Strengthening global pres-
ence through continued focus on contract exports and enhanced
branded exports through entry into new market are other keys
element of the strategy.
Getting tech savvy is a key feature of improving operational
efficiency. The company — the first in the country — will be
deploying SAP’s apparel and footwear ERP solution in this re-
gard. The project costing Rs 10 crore is expected to bring down
costs of managing supply chain substantially of the estimated Rs
43,000 crore apparel market, the potential for formal outerwear
has been pegged at Rs 5,000 crore of which 90 per cent is from
tailored outerwear. This market is expected to touch Rs 10,000
crore over the next few years with ready made tracing a CAGR of
41 per cent, according to market reports.
REVIEW OF LITERATURE
Dr.Nagasimha Balakrishna Kanagal, Associate Professor, IIM-
B,(2009) made a study entitled “Consumer Behavior towards
branded Apparel”. This article explores the scope of branded
apparels beyond Metros by analyzing consumer behavior in
the suitable target segment and developing market insights. It
maps the consumer expectations with key success for the indus-
try and recommends suitable entry strategy for leading players
considering their strength and weaknesses.
Dr.S.V.Pathak and Aditya P.Tripathi (2009) made a study entitled
“Customer Shopping Behaviour Among Modem Retail Formats:
A Study of Delhi & NCR”. The Study is an exploratory research
conducted in Delhi & NCR. It specifically focuses on customer
shopping behaviour in Indian scenario among the modern retail
formats. Objectives of the study are to find out the factors that
affect the buyer’s decisions among the modern retail formats
and to evaluate the comparative strength of these factors in buy-
ing decision of the buyers.
Dr. A.Lalitha, Dr.J.Ravikumar & K.Padmavalli (2008) made a
study entitled “Brand Preference of Mens’ wear”. Scope of the
study focuses on the brand preference regarding shirts and
pants of select consumers living in twin cities of Hyderabad and
Secunderabad. It is confined to the customers visiting the select
showrooms in Hyderabad and Secunderabad. The objectives
of this study were to know the reason why customers prefer
branded shirts and pants to unbranded ones, to find out the in-
fluence of advertisement for branded clothing for the purchase

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Volume : 2 | Issue : 9 | September 2013 • ISSN No 2277 - 8179
Research Paper
behavior of the respondent and to know the factors influencing
customers while choosing branded shirts or pants.
OBJECTIVES OF THE STUDY
The study has been carried out to fulfill the following objectives.
1. To find out the preference of formal wear for different occa-
sions and for work place.
2. To identify the factors affecting the selection of formal wear.
3. To identify the usage of braded formal wear, preference of
shopping and frequency of purchase of formal wear.
METHODOLOG AND TOOLS OF ANALYSIS
This study has been undertaken with the objective of assess-
ing the Consumer Perception and brand analysis of Formal
women`s wear . For the purpose of assessing the Preference,
factors affecting the selection of formal wear and usage of
branded formal wear primary data have been collected from
respondents and secondary data have been collected from
books, magazines and websites. Samples of 100 respondents
were interviewed using structured interview schedule. Only
woman have been chosen as respondents purposively (non-
random sampling method). Percentages, ranks, mean scores
and weighted scores have been computed to fulfill the objec-
tives of the study. Further chi- square test has been applied
to test the hypotheses in respect of demographic factors, pur-
chase pattern factors and showroom specific factors. Rank
analysis has also been carried out.
LIMITATIONS OF THE STUDY
The study is subject to the following limitations:
1. The study covers respondents in Hosur town only. The con-
sumers attitude may not be same in other towns and cities
because of difference in preference, life style and buying
patterns.
2. As the sample size being limited (i-e) 100, the conclusion
may not be wholly applicable to the total market.
FINDINGS
• Formal wear is preferred by the women at work.
• It is identified that the image, elegance, status symbol has
dominated the customer to go for the specific kind of brand.
• The frequency of purchase is depends on the customer. It is
revealed that they prefer to purchase once in a year.
• As far as the Hosur region is concerned the women like to
wear when she go for work is formal trousers, salwar kham-
iz, etc
CONCLUSION
Nowadays there is an increase in number of women in corpo-
rate, due to which the trend is shifting in such a way that there
is a huge untapped potential in the formal women’s wear mar-
kets, so the focus of the big brands is shifting towards women’s
wear.
ANALYSIS AND INTERPRETATION
1) Occasions which require you to be formally dressed
Analysis: Out of the given options, most of the respondents pre-
ferred to wear formals at the time of interviews, presentations
and conferences.
2) Preference for formal wear apparel
Analysis: Formal trousers were the preferred choice for formal
wear.
3) Apparels you prefer to wear to work
Analysis: The respondents preferred to wear Salwar kamiz and
Formal trousers
4) Attributes represented by formal wear.
Analysis: Most of the respondents percieved that formal wear
represents a sophisticated personality and is a sign of elegance.
5) Frequency of purchase of formal wear
Analysis: Most of the respondents preffered to buy formal
clothes once in a year.

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Volume : 2 | Issue : 9 | September 2013 • ISSN No 2277 - 8179
Research Paper
REFERENCE Websites: | • www.maduragarmentscom | • www.allensolly.com | • www.hinduonnet.com | • www.adityabirlanuvo.net | • www.icmrindia.com | •
www.indianrayon.com | Magazines and references | • Case folio on advertising | • Customer Behaviour-A Management Perspective: by Sheth and
Mittal | • Consumer Behaviour –by G.Schiffman and Lazar Kanik |